As retail sheds its four walls, technology must follow. Jason James (CIO, Aptos) and Nikki Baird (VP of Strategy & Product, Aptos) join us to explore how brands like New Balance deploy 90+ registers at the NYC Marathon—then dismantle them just as quickly. The conversation reveals how point-of-sale systems built on next-generation databases enable everything from parking lot pop-ups to van-based fitting experiences, all while maintaining enterprise-grade security in environments where network connectivity is more hope than guarantee.

• New Balance transforms NYC Marathon into 100-store chain for one weekend
• Offline capability: transactions continue when networks fail, sync when connectivity returns
• In-person acquisition yields stickier customers with higher lifetime value
• Retail ranks third most-attacked sector; mobile commerce increases threat surface
• Store associates need intuitive systems for high-pressure, temporary deployments
• "If they're able to pull this off in the middle of a parking lot, I'm probably a hell of a lot more likely to go in the store next time." – Jason James on how ephemeral retail builds store trust
• "A customer acquired through an in-person, in real life experience is stickier, has longer lifetime value, is ultimately more loyal than a customer that's acquired online." – Nikki Baird on the power of physical engagement
• "God forbid a retailer gets hit back at headquarters with ransomware and it takes down their core network. We can still transact." – Jason James on offline resilience
• "It's not just you put products on racks or on shelves and you wait for people to walk in the door. Events are coming into stores too." – Nikki Baird on stores as experience hubs

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Mani Fazeli, VP of Product at Shopify, joins the show to explore how agentic commerce is fundamentally transforming retail. From Sidekick's co-founder capabilities to Sim Gym's buyer simulations, Shopify is democratizing enterprise-level AI tools for merchants of all sizes. The conversation reveals why friction isn't always the enemy, how discovery is evolving beyond blue links, and why structured data is the new SEO.

• Discovery has evolved from a one-shot search to multi-turn conversations
• Friction has value: Some purchases deserve complexity, others need speed
• Structured data becomes critical for agentic commerce success
• [00:32:56] "Let's make special what's actually worth being special. And then let's be okay with the fact that the rest of it gets streamlined."
• [00:49:57] "Structured data becomes the new SEO. Every brand is going to have to worry about whether they have clean, well-structured, and well-understandable schemas."
• [00:04:20] "Utility above being flashy. Go right for the heart of what makes a difference in the merchant's life every single day."
• [00:33:39] "Until these systems become emotion aware, it's highly unlikely that they are completely eradicating the entire idea of manual human intervention in commerce."

• Shopify Winter '26 Editions

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A quarter of Gen Z and Millennial consumers now trust AI recommendations more than human ones, marking the arrival of retail's first post-human interface. Sharon Gee, VP of Product at Commerce, joins us to explore the paradox of digital intimacy: why consumers will bare their souls to ChatGPT about shopping needs yet abandon carts when brands ask them to create accounts, how LLMs are becoming intimate commerce companions, and what this means for the collapse of traditional commerce funnels and brand discovery in an AI-mediated world.

• 27% of millennials trust AI recommendations more than humans, yet abandon carts when forced to create accounts: the trust paradox.
• Merchants must shift from channel management to model management: optimizing for how AI interprets your brand, not controlling distribution.
• Answer engine optimization isn't gaming algorithms. It's ensuring your brand shows up with authority when AI agents search on behalf of consumers.
• Three-party commerce is here: consumer, brand, and AI intermediary. The customer is the channel, and data is the new storefront.
• [00:01:42] "Our customers are having to shift their mindset from channel management to model management... The old game was distribution. The new game is intelligibility. And brands that win are gonna be the ones that understand the model and understand how they can adapt their message to the new modes of interacting with consumers." – Lindsay Trinkle
• [00:41:02] "Customers are the channel and the data is the storefront. And so what we need to be able to do is make sure that we understand at each interaction point when you show up with your brand. How is your data representing you?" – Sharon Gee

• New Modes Research: How AI is Shaping New Commerce Contexts and Expectations
• Learn more about Commerce
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• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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